1. Chapter 8 section 2 “Measuring Public Opinion”
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2. Measuring Public Opinion
Found through key indicators
Voting, lobbying, books, pamphlets, magazine and newspaper articles, editorial comments in the press and on radio television, and the Internet, paid advertising letters to editors and public officials
Information critical in the American political system

3. Elections
Votes are cast for the various candidates are regularly taken as evidence of the people’s approval or rejection of the stands taken by people or their party
Victorious candidates regularly claim to have received a mandate to carry out their campaign promises
Mandate: the instructions or commands a constituency gives to its elected officials.

4. Election results are seldom an accurate measure of public opinion
Only useful indicators of public opinion

5. Interest Groups
Private organizations whose members share certain views and objectives and who work to shape the making and the content of public policy.
Chief means by which public opinion is made known
Present their views lobbyists, letters, telephone calls, and s

6. The Media The media is a gauge for assessing public opinion
“mirrors” as well as “molders” of opinion
Views expressed in the media are fairly good indicators of public opinion
Not accurate mirrors of public opinion

7. Personal Contacts
Most public officials have frequent and wide-ranging contacts
Purpose: try to read the public’s mind
Members of Congress receive mail, s, and phone calls every day
Try to “keep in touch with folks back home”
Many can find “the voice of the people” with these contacts accurately

8. Public Opinion Polls
Devices that attempt to collect information by asking people questions.

9. Straw Votes
Earlier polling efforts were polls that sought to read the public’s mind simply by asking the same question of a large number of people.
Radio talk-show hosts pose questions that listeners can respond to by telephone, and television personalities regularly invite responses by
Highly unreliable-rests on the mistaken assumption that a relatively large number of responses will provide
Emphasizes the quantity rather than the quality of a sample
Ex: Mishap with the election 1936 election with Literary Digest

10. Scientific Polling
Mid-1930s: Early pollsters as George Gallup and Elmo Roper.
Today: more than 1,000 national and regional polling organizations. (mostly commercial work)
Gallup Organization and the Pew Research Center for People and the Press
News-gathering polls to report public attitudes on matters of current interest

11. The Polling Process Complex process 5 steps
1) define the universe to be surveyed
2) construct a sample
3) prepare valid questions
4) select and control how the poll will be taken
5) analyze and report their findings to the public

12. Defining the Universe
Means the whole population that the poll aims to measure.
A group whose opinions the poll will seek to discover
Ex: all voters in Chicago, every high school student in Texas.

13. Constructing a Sample Very small (30 members of a high school class)
The best way to discover what that entire universe thinks about some matter would be to question all of its members
Each universe is so large that it would be impossible to interview all of its members
Sample: a representative slice of the total universe

14. Most pollsters draw random samples (composed of randomly selected people, and so it is one in which all the members of its universe stand an equal chance of being interviewed)
Major national polls regularly use samples composed of some 1,500 or so people to represent the nation’s adult population
Mathematic law of probability
If the sample is of sufficient size and is properly selected at random from the entire universe, that law of probability says that the result will be accurate to within a small and predictable margin of error

15. A less complicated, but less reliable, sampling method call quota sample (deliberately constructed to reflect the major characteristics of a given universe.)
Most of the people in the sample will belong to more than one of the categories used to build the sample.(Major reason why such samples are less reliable than random samples)

16. Asking Well-Drawn Questions
The way questions are asked is critically important to the reliability of any poll.
Try to avoid “loaded” emotionally charged words and terms that are difficult to understand
Avoid questions that are worded in a way that tends to shape answers.

17. Interviewing
How pollsters communicate with respondents can also affect accuracy.
Today, pollsters do their work by telephone, with a sample selected by random digit dialing.
One technique should be used not a combination
Very sensitive point in the process (interviewer can influence a respondent's replies and so affect the validity of a poll)

18. Analyzing Findings Polls measure people’s attitudes.
Must analyze and report the results
Computers and other electronic hardware handle the data
Pollsters use technologies to tabulate and interpret their data, draw their conclusions, and then publish their findings.

19. Evaluating Polls
Pollsters know that they have difficulty measuring the intensity, stability, and relevance of the opinions they report.
“Bandwagon effect” some voters wanting to be with the winner, jump on the bandwagon of the candidate who is ahead in the polls
Reliable guides to public thought

20. Limits on the Impact
Public opinion is the major, but by no means the only, force at work to influence public policy in this country.
The doctrines of separation of powers and of checks and balances, and the constitutional guarantees of civil rights and liberties are intended to protect minority interests against the excesses of majority views and actions
Polls are NOT elections, nor substitutes for elections
Democracy is all about making careful choices among leaders and their positions on public issues, and among the actions that may flow from those choices.